MANILA, PHILIPPINES — It’s no secret that Filipinos are some of the most social in the world, with a culture of hospitality and physical gestures like besos and mano. With a global pandemic in the background, how are Filipinos dealing with the lack of physical social interaction?
According to a survey conducted by digital advertising company AdSpark, 17 percent of the respondents placed seeing peers on the top of their priorities, followed by eating out at 15.4 percent; physical interaction, 14.8 percent; and going out, 12.6 percent.
These results were released in a whitepaper called “A Portrait of the COVID-19 Crisis as a Filipino.”
Positive sentiments also came from what people are looking forward to such as going out and meeting with friends with 22 percent while 24 percent of online users who have negative sentiments expressed their longing for friends or loved ones and the activities they like to engage in.
They also shared their dissatisfaction with how the government is handling the COVID-19 situation and called for a change in leadership. The majority reported “neutral” conversations (54 percent), like what they want to do once the outbreak ends.
AdSpark Intelligence uses social listening that tracks mentions, comments, and sentiments across the internet; and content consumption which measures what Filipinos are reading and viewing online. AdSpark uncovers the real concerns, fears, motivations, and expectations of the Filipino consumer during the COVID-19 crisis, attempting to tackle and map out behavioral changes and formations of habit, post-crisis.
“Using our brand planning proprietary tools, we wanted to delve deeper and understand the Filipino psyche in this very critical period. This is a provocative way to help leaders in various enterprises understand what consumers need and want in this age of crisis,” said Onat Roldan, AdSpark President and CEO.
For brands and marketing practitioners to keep in close touch with their respective target audiences, it is important to continuously understand the ever-evolving Filipino and his content consumption – How he copes with the radical changes caused by the outbreak and explores how it will potentially change him for years to come.
To learn more about this study, download the full report here
About the Author:
Jason Inocencio was once the Digital Editor of adobo magazine who still loves seeing great campaigns from all over the world. He proudly shows off his love for all kinds of geeky things, whether it be movies, TV shows, comics, sports, or trivia.
